Crafting Go-To-Market (GTM) Strategy

Thursday, August 21st, 2025 • 12pm–1pm PT ·

Are you looking to improve your ability to take products to market? Join over 250 product marketers to learn from GTM experts at the world’s fastest growing companies on how to build and execute high-impact strategies that drive adoption and growth. You’ll walk away with proven frameworks, real-world examples, and tactical insights to level up your GTM playbook.

Date: Thursday, August 21st, 12 - 1pm PT (3 - 4pm ET)
Location: Online (link will be sent to registrants prior to the event)
Cost: This event is free. However, there are limited seats.

Top Questions

Which AI tools have you incorporated into your GTM planning?

Charlotte Evans Will

Peregrine Vice President of Product Marketing • 9mo

We're using AI to auto-generate battle cards from our Gong customer calls, which saves significant time and captures the winning words from successful deals. While we haven't used vibe coding for fast prototyping from a marketing perspective, we are leveraging AI in other impactful ways. One exciting application we're implementing relates directly to what my company, Gong, does. We're taking all our Gong customer calls and auto-generating battle cards from them. This not only saves tremendous ti ...Read More

879 Views

Eric Bensley

ServiceNow VP, Product Marketing - CRM • 9mo

We're starting to use AI for prototyping with product teams, and we're leveraging AI to analyze customer call transcripts for insights that previously required hours of conversations. We have started to do some prototyping with product teams using AI tools. I've seen people using Figma's feature where you can describe what you want, and it actually mocks it up for you. This is powerful because instead of just talking about what we might build, we can actually look at what it might look like, sta ...Read More

872 Views
How do you contribute to the GTM if you're a new PMM in an org where product marketing is not a primary stakeholder in GTM plans?

Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 9mo

Focus on building trust and strong relationships with stakeholders. Explicitly articulate the unique value of product marketing and your specific contribution in meetings to help others understand your perspective. I agree with Eric about the importance of building relationships. Anytime it's hard to get involved in something you want to be more deeply integrated into, start with trust and building really strong relationships. Additionally, demonstrate and articulate what the unique value of pro ...Read More

857 Views

Jack Wei

Sendbird fmr Head of Marketing | Formerly SmartRecruiters, Mixpanel, Deloitte, Beardwood&Co • 9mo

Identify what your company isn't considering in their decision-making process and bring that to the table. Voice of customer is always irrefutable, but also bring other elements that aren't being considered. When I look at my clients or companies I've been at before, PMM teams that wonder how they can bring more to the table are often in situations where the product strategy and roadmap is single-threaded. Decisions are typically made based on either which client is screaming the loudest, market ...Read More

857 Views

Eric Bensley

ServiceNow VP, Product Marketing - CRM • 9mo

Build relationships with revenue leadership and marketing leaders to gain influence in go-to-market planning. Look for opportunities to improve the process and tie product marketing efforts to those improvements. Without knowing the specifics of the company size and industry, my short answer is that relationships are usually how you get into go-to-market if you don't already have influence there. In B2B especially, having credibility and strong relationships with revenue leadership is how you bu ...Read More

1,061 Views
Any tips for softening siloed departments and aligning different teams and stakeholders?

Charlotte Evans Will

Peregrine Vice President of Product Marketing • 9mo

Find common ground between teams, identify where the breakdown in communication is happening, and bring people together in facilitated workshops to solve problems collaboratively. One strategy that has worked well for me is taking the time to find the common ground between teams - identifying what both sides care about. Then, pinpoint exactly where the breakdown in communication is happening or where alignment is failing, so you can get crisp on what problem needs to be solved. After that, liter ...Read More

934 Views
What are you looking for when asking a candidate to deliver a go-to-market deck as part of the hiring process?

Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 9mo

I look for candidates who have deeply immersed themselves in the Etsy experience and come with net new ideas that demonstrate they've done their homework. Beyond completing the basic elements of a go-to-market strategy, what makes someone stand out is bringing a big new idea. We always have a take-home assignment because it's a critical way to assess whether somebody can actually do the work. It's possible to be really good at talking about doing the work without demonstrating that you can. Some ...Read More

929 Views

Charlotte Evans Will

Peregrine Vice President of Product Marketing • 9mo

Positioning and messaging is a must-have for any role. To get that right, you need to immerse yourself in understanding the products, competitive landscape, and business with a commercial mindset. The positioning and messaging component is something that is absolutely essential for any product marketing role. As Eric and Maureen mentioned, to get this right, you have to truly immerse yourself in understanding the products, the competitive landscape, and the business. Having that commercial minds ...Read More

915 Views

Eric Bensley

ServiceNow VP, Product Marketing - CRM • 9mo

The first thing I look for is positioning and storytelling - how they build a narrative. Beyond the content, I'm evaluating their ability to convince people through compelling storytelling, their understanding of market dynamics, and their grasp of go-to-market craft. I'd be lying if I didn't say that the first thing I'm looking for in any product marketing presentation is positioning and storytelling - how they build a narrative. This is critical for all product marketers, whether in go-to-mark ...Read More

921 Views
How far in advance do you start planning for a major product launch and what are the key milestones?

Charlotte Evans Will

Peregrine Vice President of Product Marketing • 9mo

We stay close to the product roadmap and start planning when we have a strong sense of timing for beta and GA. Key milestones include developing the messaging house, working with integrated marketing on channel strategy, locking the scope, executing, and post-launch debrief. We have a tiered approach and stay very close to the roadmap, so we typically have visibility into what's coming down the road, though lately things have been coming up really fast. The key thing is getting a strong sense of ...Read More

895 Views

Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 9mo

My team is involved from the very beginning of product development. We start formal launch planning when we have medium confidence that the product will launch and we have an idea of what we want to say. We typically get involved from the very beginning of product development, and I feel really thankful that we have that relationship with our product partners that they would never start building something without looping us in. Once we reach medium confidence that this will definitely launch and ...Read More

938 Views
What are the most challenging aspects of go-to-market that you've worked on?

Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 9mo

The biggest challenge is launching products that aren't primarily designed with customer needs in mind, such as regulatory requirements or revenue-driving features for the company. Finding and articulating customer value in these cases is difficult. Typically when we're building something that we're going to launch to customers, it's with customer needs in mind, but sometimes it's something that is a regulatory or compliance requirement that Etsy has to get our sellers or buyers to abide by, or ...Read More

885 Views

Charlotte Evans Will

Peregrine Vice President of Product Marketing • 9mo

Pricing and packaging is definitely challenging, but naming is my immediate response. Naming is the crystallization of product strategy and needs to fit within existing brand architecture, while everyone seems to have an opinion on it. I believe that naming is the crystallization of product strategy, so there's a lot that goes into the name. Naming also needs to be done in the context of the broader product architecture and brand architecture, maintaining consistency and fitting within existing ...Read More

884 Views

Eric Bensley

ServiceNow VP, Product Marketing - CRM • 9mo

The most challenging aspect is working through launch plans and new product introductions without getting the right stakeholder input early enough. Getting too far without proper feedback can lead to major pivots at the 11th hour. I was triggered by the naming conversation because I've had those email chains where you get no context but very cutting feedback. Working through launch plans and new product introductions without getting the right stakeholder input early enough is particularly challe ...Read More

874 Views
What's the most memorable go-to-market effort you've been a part of and why?

Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 9mo

We launched a gifting feature called Gift Mode at the Super Bowl in February 2024. It was memorable because it came from our long-term company strategy, had an accelerated timeline, and involved the entire company rallying around one objective. The feature came out of our long-term company strategy exercise, where we identified that nobody really owns the gifting landscape and we thought we could own it. We wanted to uniquely deliver on helping buyers get the perfect gift when it really matters ...Read More

897 Views

Charlotte Evans Will

Peregrine Vice President of Product Marketing • 9mo

My most memorable go-to-market effort was launching Android Go at Google, which was a lightweight version of the Android operating system. What made it memorable was solving a real human problem, executing a multi-phase launch, and creating great creative that cut through. This was about 8 years ago, which is a century in tech timeline. I was leading product marketing at Google, and we were bringing to market a new version of the Android operating system called Android Go - a lightweight version ...Read More

866 Views

Eric Bensley

ServiceNow VP, Product Marketing - CRM • 9mo

My most memorable go-to-market effort was creating a messaging framework at Salesforce for SMB marketing that became organically adopted throughout the organization. We distilled Salesforce's complex offerings into a simple "Find, Win, Keep" framework. At Salesforce, when I was responsible for SMB marketing, we faced the unique challenge of distilling down all the things that Salesforce does for small businesses to make it understandable. What makes this most memorable is how it became a narrati ...Read More

876 Views
What differentiates go-to-market from core PMM work?

Eric Bensley

ServiceNow VP, Product Marketing - CRM • 9mo

I think about whether folks are more like a chief product officer or more like a chief revenue officer in their thinking. Core PMMs align more with product leadership, while go-to-market PMMs align more with revenue leadership. When I look at core folks, it's more about the creative side of building a product in partnership with product teams, writing messaging, understanding the audience really well, and crystallizing that messaging and narrative. I look for people who create something that's 9 ...Read More

883 Views

Charlotte Evans Will

Peregrine Vice President of Product Marketing • 9mo

At Google and Gong, the line between core product marketing and go-to-market product marketing is blurry. The inbound work sits more on the product side, while launching, giving shape to ideas, understanding what it is, and positioning messaging is just product marketing. In my time at Google and even at Gong, we don't have a clear distinction between what you're calling core product marketing and go-to-market product marketing. The line is quite blurry, and a lot of the inbound work sits more o ...Read More

906 Views

Maureen Sitterson

Etsy Senior Director, Seller Growth & Retention • 9mo

At Etsy, core product marketing focuses on the B2C space with buyer-side activities like market research, competitive research, persona development, and being the voice of customer insights. Go-to-market is more structured and typically applies to our B2B side with Etsy sellers. Core product marketing involves leading market and competitive research, developing personas, bringing customer insights to life for teams, and creating frameworks to tackle customer problems. This can seem like more of ...Read More

879 Views

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Speakers (3)

Maureen Sitterson

Senior Director, Seller Growth & Retention · Etsy

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Eric Bensley

VP, Product Marketing - CRM · ServiceNow

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Charlotte Evans Will

Vice President of Product Marketing · Peregrine

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Crafting Go-To-Market (GTM) Strategy

Top Questions

Which AI tools have you incorporated into your GTM planning?

How do you contribute to the GTM if you're a new PMM in an org where product marketing is not a primary stakeholder in GTM plans?

Any tips for softening siloed departments and aligning different teams and stakeholders?

What are you looking for when asking a candidate to deliver a go-to-market deck as part of the hiring process?

How far in advance do you start planning for a major product launch and what are the key milestones?

What are the most challenging aspects of go-to-market that you've worked on?

What's the most memorable go-to-market effort you've been a part of and why?

What differentiates go-to-market from core PMM work?

Speakers (3)